In December 2012, United Biscuits agreed to sell the KP Snacks brand, including Nik Naks, to the European Intersnack Group.

[3] The packaging of the Scampi 'n' Lemon contained an ironic "Stifle The Stink" statement encouraging consumers to bin the packaging responsibly, however Rib 'n' Saucy ultimately replaced Scampi 'n' Lemon in order to remove any stigma about the flavour; sales of Nik Naks grew by 32% once the "smelly" flavour was removed.

This experiment was repeated in 2005, when they launched a new limited edition Naughty 'n' Saucy flavour including what was "claimed to be the first savoury snack to contain the Chinese herb Ginseng, said to help boost the libido"[4] Scampi 'n' Lemon made a comeback in 2002, just before being sold to KP and United Biscuits.

[6] The brand ran a notable advertising campaign in the '90s created by animator Bill Plympton, based on his short film Push Comes to Shove, in which two men's heads transform into a variety of shapes.

One commercial, set on a cross-Channel ferry, was a modern parody of the sci-fi classic Alien, wherein a passenger eats a Nik Nak only to have it explode from his stomach and begin dancing to "Le Freak" by Chic.